Objective

Drive product sales by reaching an ideal audience.

When pandemic lockdowns closed salon doors, consumers needed an alternative, at-home haircare and skincare solution. SheaMoisture® recognized that its sustainably produced skincare and curl care products could be the quarantine beauty rescuer that customers were looking for. To effectively reach this audience segment and increase sales, it partnered with Roundel™ to launch a robust, three-pronged search campaign.

Key objectives of SheaMoisture®:

  • Drive highly qualified traffic to Target.com as guests search for SheaMoisture® products on Google.com.

  • Maximize share of voice for SheaMoisture® products on Target.com and the Target app to drive purchase-ready shoppers to product detail pages.

  • Engage guests who previously viewed SheaMoisture® products on Target.com with ads on Pinterest.

Approach

Win over a greater share of guests wherever they’re searching.

With Roundel search solutions, SheaMoisture® launched a holistic campaign to deliver relevant search ads to people on the platforms they prefer. It invested in four Roundel search solutions—Google Search, Target.com Run of Search, Target Product Ads, and Pinterest Ads—ensuring its products stayed top of mind among shoppers and drove sales during quarantine.

SheaMoisture® National Search Ad Campaign

5/17/2020 – 7/18/2020 (63 days)

Results

A sales lift to smile about.

The campaign helped drive product sales and overall brand interest among relevant consumers. By effectively reaching shoppers at each point of consideration via Roundel™ search solutions, SheaMoisture® was able to stay prominent, drive product sales, and be the beauty champion its customers needed.

Key insights

  • Desktop placements on Google search were more effective in driving clicks and return on ad spend compared to tablet and mobile devices, likely due to the increase in people working from home.

  • Target Product Ads search results placements were more effective when we reached consumers browsing the Target app versus Target.com and other publisher sites.

  • The audience often searched Pinterest for tips and regimens to fulfill at-home beauty needs, and keywords for body care outperformed keywords for skincare.

How the SheaMoisture® campaign exceeded benchmarks:

  • 0.62% overall CTR

    on Target Product Ads

    55% higher-than-average Target

    Product Ads benchmark

  • $5.33 return on ad spend

    for Google search product listing ads

    52% higher-than-average

    ROAS benchmark across all divisions

  • $2.26 return on ad spend

    for Pinterest ads targeted to broad keywords

    44% higher-than-average Pinterest ads ROAS benchmark

    for Pinterest search ads targeted to broad keywords

"Roundel has a myriad of search tactics to put our product in front of qualified guests depending on where they are in their consideration path. We know search is a critical investment to grow our brands at Target and were very pleased with these results!"

- Jenny Roesner

Shopper Marketing Manager, Unilever

Maximize your digital media impact with buyers at the right moment.

As consumer behaviors shifted during the pandemic, SheaMoisture® answered the call, helping customers find a new solution for hair and beauty care. The brand strategically leveraged Roundel™ search solutions to engage at-home haircare-and beauty-aficionados across different touchpoints, wherever they were in the consideration process, and increased product sales.

  • Gain a deeper, nuanced understanding of the customer By learning which strategies saw more engagement across search campaigns, SheaMoisture® can optimize future media campaigns based on buyer behaviors and preferred platforms.

  • Leverage multiple platforms for greater ROAS Investing more toward search and testing all platforms, SheaMoisture® reached customers through different touchpoints across their consideration journey.

  • Be first to respond to customer and industry shifts SheaMoisture® was able to quickly build a robust campaign to react to an immediate customer need, staying top of mind among customers as their behaviors changed.

Let’s change media for good.